Extensive workshopping followed by a large scale quantitative online survey provided a robust base for detailed statistical analysis and segmentation modelling. An ethnographic qualitative deep dive of target segments, using online communities and focus groups, provided a real understanding of those segments & bringing them to life.


The project provided detailed insight of the current and future needs of consumers, with profitability prioritisation targeting of segments, enabling them to build and provide customers with the most relevant and appealing products.